SUSTAINABLE TOURSM
IN THE
WADDEN SEA WORLD HERITAGE DESTINATION
ACTION PLAN
2014-17
Consultation Version
June 2013
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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Introduction
The proposed action plan has been prepared by the trilateral Task Group Sustainable Tourism
Strategy (TG-STS). It is based on the results of the regional stakeholder workshops in spring
2012 and the objectives of the joint strategy “Sustainable Tourism in the Wadden Sea World
Heritage Destination.”
The English version of the strategy for sustainable tourism is available at:
www.prowad.org/node/52
Dutch: www.prowad.org/node/54
Danish: www.prowad.org/node/55
The action plan entails activities and projects to be carried for the next 4-year period and beyond
to implement the strategy. In many cases, the action plan builds upon existing or planned
activities on regional or national level thus creating synergies and a consistent approach for the
entire Wadden Sea World Heritage Destination.
The stakeholders are invited to comment on the action plan in the framework of the
national consultations and to cooperate in jointly implementing the projects.
The plan gives on overview of the type of action, priority and costs estimation. It is work plan
which will be evaluated annually and complemented if necessary. When implementing the
activities, a detailed project plan has to be prepared taking into account what has already been
achieved, defining the specific objectives, work planning, budget and responsibilities.
The work has been carried in the framework of the PROWAD project “Protect and Prosper – Sustainable Tourism in
the Wadden Sea” and co-financed by the Interreg IVB North Sea Region Programme and the European Regional
Development Fund. More information at www.prowad.org
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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Proposed Action Plan (June 2013)
(Costs: Low: below 15,000 Euro, Medium: 15,000 - 75,000 Euro, High: above 75,000 Euro)
No.
Strategies and Actions
Priority
When
Costs
Objective 1 Enhance understanding and appreciation of Wadden Sea World Heritage
1.0
1. Raise awareness and visibility of World Heritage amongst stakeholders of its benefits for
conservation and sustainable tourism (create communication strategy and tools)
1.1
Preparation on information packages for various target groups (flyer, presentation, website) on
existing and potential economic benefits of nature conservation.
High
2014
Medium
1.2
Material for internal marketing (‘WH bible’): establish regular information flow to local entrepreneurs
and tourist information (print and website) tailored to the needs of the stakeholders and their
marketing activities (e.g. best practice and hands-on examples).
High
2014
Medium
1.3
WH tool box for entrepreneurs (WH texts for various communication channels, photos, adverts,
stories, WH product catalogue with prices, online catalogue with products)
High
2014
Low
1.4
Establish a “Wadden Sea World Heritage Day” with common date, motto and activities.
High
2014
Low
1.5
Establish further events for locals and visitors to communicate the world heritage and to create
awareness for the OUV, e.g. art and culture in the world heritage region (such as the daily painting
idea or the planned Wadden Summer for 2013)
Medium
1.6
Continue story campaign in 2014 and improve the utilisation of results for marketing and
communication.
Medium
2014
Medium
1.7
Extend official WH website as a central hub for WH information of stakeholders
High
2014
Medium
1.8
Offer talks on World Heritage for locals, regional clubs, etc. for consistent communication.
Medium
ongoing
Low
1.9
Establish a regular forum for debates on the current activities in the region for touristic service
providers and other multipliers.
Medium
ongoing
Low
High
2016
Low
1.10
2.0
Enhance the visibility of the Wadden Sea World Heritage by jointly developing a consistent set of
eye-catchers e.g. World Heritage traffic signs not only for the highways but also for the coastal
towns.
2. Provide stakeholders with the capacity and tools to manage tourism efficiently, responsibly
and sustainably based on the local context and needs (qualification and training, best practice
examples, education, information sharing, networking),
Stakeholders
involved
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
2.1
Developing of a joint concept for WH qualification and training for stakeholders to ensure a high
quality and consistency of training throughout the entire World Heritage ( tailor-made training
curriculum / training contents, specification of education needs, depending on the target group).
2.2
4
High
2015
High
Provide sufficient resources to enable tourism stakeholder to participate in training and educational
programmes.
Medium
2015
Medium
2.3
Exchange information on existing training programmes and information events to be published on
the World Heritage website.
High
2014
Low
2.4
Development of tailor-made English courses for service providers for an active use of English
language incl. communication and rhetoric training.
Medium
2016
High
2.5
Training courses for education and upgrading of the local labour force to being qualified to meet the
(new) job market.
Medium
2016
Medium
2.6
Integrate nature conservation, sustainability in tourism and World Heritage in professional training of
tourism sector (tourism studies at schools and universities, internal training).
Medium
2016
3.0
3. Develop educational resources and to enhance pride and identification in relation to the
Wadden Sea World Heritage (info centres, schools, universities, job training).
3.1
IWSS as coordinator of World Heritage education and to bundle existing programmes and activities
on regional level. Continuation of existing successful cooperation with infor centers, education
programmes, annual workshops, and integration of World Heritage.
High
2013
Medium
3.2
Develop educational material in cooperation with info centres to provide multipliers and educational
sector with adequate material about Wadden Sea World Heritage.
Medium
2013
Medium
3.3
Integration of World Heritage into existing educational programmes on regional and national level
(e.g. Junior Ranger, My Wadden Sea)
Medium
2015
Low
3.4
Develop a concept for a cooperation with educational sector (kindergarten, schools, universities)
and development of curricula with Wadden Sea themes.
Medium
2016
Medium
3.5
Establish a Wadden Sea World Heritage Identity (pride and identification of stakeholders) and
emotional access to World Heritage amongst children and adults, visitors and locals.
High
2014
Medium
Objective 2 Involving stakeholders in tourism management and product development
4.0
4. Prepare a tourism management and planning scheme for the entire World Heritage that is
in line with the OUV of the property (visitor management and guidance, monitoring and assessment
of tourism impacts on nature values, infrastructure and sustainable transport),
4.0
Tourism and Visitor management
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
4.1
4.2
4.3
Involve tourism sector in planning, implementation and communication of regional / local
conservation / management projects to minimize/maintain low level of impacts from recreational
activities on OUV.
Setting up a consistent visitor management plan for the entire World Heritage defining visitor
monitoring instruments (see 4.3) , visitor guidance and information (see 4.6, 4.7) to avoid/minimze
impacts of tourism on OUV.
Development of a monitoring and reporting system to assess impact of tourism on nature values
and socio-economy (e.g. monitoring visitor numbers at hot-spots, info centres, sensitive areas,
employment and income).
5
Medium
ongoing
Low
Medium
2017
High
High
2017
High
4.4
Harmonization of basic tourism indicator (no. visitors, overnight,) to assess and compare trends in
tourism developments in the Wadden Sea regions (taking into account Eurostat developements)
High
2017
Medium
4.5
Develop a code of conduct on tourism activities at a World Heritage Site for communication to
tourism stakeholders and tourists.
High
2015
Low
4.6
Consistent integration of World Heritage in existing Wadden Sea exhibitions and visitor
information systems, and their improvement and further development.
High
2017
Medium
4.7
Development of new visitor information system in cooperation with stakeholders to ensure a
consistent approach for the entire Wadden Sea (use experiences from Germany)
Medium
2017
High
4.8
Develop proposal for a WH wide visitor survey concept based on a PROWAD pilot survey in
Germany in 2013.
Medium
2014
Medium
4.9
Compile data for a bi-annual tourism barometer / quality monitor for tourism service providers.
Medium
2017
Medium
4.10
Create local (long-term) development strategies for existing and new tourism facilities in the
coastal zone and adjacent areas in order to contribute to optimize the tourism flows in relation to
sensitive Wadden Sea locations
Medium
2015
Medium
4.11
Sustainable Transport
Medium
2014
Low
High
2014
Low
4.11
4.12
Establish regional forums to coordinate and promote sustainable transport and improve public
traffic infrastructure for tourism with the aim to improve access to the destination and to contribute to
a climate friendly Wadden Sea (e.g. sustainable transport & mobility masterplan)
Engage transport companies (ferries, trains, busses) in planning and management of sustainable
transport to and within the World Heritage destination (e.g. Fahrtziel Natur, Urlauberbus) and to
enhance guest satisfaction (e.g. as national park partners)
4.13
Provide, offer and promote (well-proced) travelling to and from destination by train (e.g. Fahrtziel
Natur, RIT Tickets) combined with pick up/drop off service by accommodation
High
2014
low
4.14
Enhance communication of existing public transport offers to tourism stakeholders and their
guest. Share best practice examples from other regions.
High
2014
Low
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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4.15
Develop and promote cross-border hiking and biking facilities along Wadden Sea coast (e.g.
improve sign posts, develop theme routes, transport facilities to and in the area, integrate North Sea
cycle route).
Medium
2015
Medium
4.16
Develop a concept to improve the maritime infrastructure across the entire World Heritage site.
Medium
2017
High
5.0
5. Provide a strong World Heritage brand as starting point for development of quality
products, services and facilities (with common standards and quality schemes),
5.1
Prepare a description of the brand “Wadden Sea World Heritage” to ensure an understanding and a
consistent use of brand by stakeholders.
High
2013
Low
5.2
Develop a trilateral brand strategy how World Heritage can be applied by the stakeholders for
marketing and communication (consistent use on websites) including a feasibility study for
commercial use.
High
2014
Medium
5.3
Update / amend existing guidelines for the usage of the WH logo by the stakeholders
High
2013
Low
5.4
Development of a consistent approach for a Wadden Sea wide quality standards for the use of the
World Heritage brand in tourism in accommodation, catering and regional products, public
transportation and tour-operation, information and interpretation - based on equal high standards
and taking into account existing quality labels and certification.
High
2014
High
5.5
Enlarge the National Park Partnership initiative (promotion and information, new sectors),
integration of World Heritage, and ensure a consistent approach in the entire WH.
High
2014
Medium
5.6
Introduction of Public-Private Partnership schemes in the Wadden Sea on quality labels and
certifications with a consistent approach in the entire World Heritage.
High
2015
High
5.7
Compile a catalogue of sustainable tourism offers and regional products (based on common quality
criteria)
Medium
2015
Medium
5.8
Develop nature experience offers related to World Heritage themes and contents to enable visitors'
"magic experience" considering balance between accessibility and vulnerability of places.
High
2015
Medium
5.9
Develop and promote a programme for climate-friendly accommodations, gastronomy services and
leisure activities within the destination.
Medium
2016
Medium
5.10
Developing of an integrated service for visitors of the entire World Heritage, covering sustainable
transport, accommodation, gastronomy products, information and interpretation (for example service
packages)
Medium
2017
High
6.0
6. Develop a sustainable "Wadden Sea World Heritage Destination" in transboundary
cooperation as an added value of the World Heritage status
6.1
Investigate the feasibility of a “Wadden Sea World Heritage Tourism Destination” which contributes
to World Heritage protection.
High
2014
Medium
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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6.2
Develop and implement a concept for a “Wadden Sea World Heritage Tourism Destination”
Medium
2015
High
6.3
Carry out joint market research (international/national) for the destination.
Medium
2016
high
Objective 3 Consistent communication and promotion of high quality tourism
7.0
7. Development of a joint marketing approach for the destination
7.1
Develop and implement a joint marketing strategy for products, services and facilities (including
market research)
High
2015
High
7.2
Joint marketing of existing sustainable products and offers which convey the OUV (concrete
themes: bird watching, hiking tours, tidal flats)
High
2014
Low
7.3
Develop a World Heritage internet portal with connection to bookable offers in cooperation with
other distribution partners (online portals, tour operators, regional booking systems)
Low
2017
medium
7.4
B2B marketing, promote WH offers towards tour operators and travel agencies
Low
2015
Low
7.5
Cooperate with national tourist organization (e.g in Germany DZT) to integrate Wadden Sea WH
themes in international marketing.
High
2014
Low
8. Integration of World Heritage marketing in existing regional and national marketing activities
8.1
Integration of appropriate information about World Heritage and relevance for economic
development in all existing communication channels of the stakeholders.
High
2014 –
2015
Low
8.2
Integration of information about conservation issues and World Heritage in communication and
marketing in a consistent approach
High
2014 2015
Low
8.3
Quality monitoring of existing stakeholders' World Heritage communication and presentation and
alignment with joint WH brand to ensure a consistent approach for the entire destination.
High
2014
Low
9. Continuation of joint communication and information activities to raise profile and visibility of
the Wadden Sea World Heritage (locally, nationally and international)
9.1
Develop and implement a WH information campaign in cooperation with stakeholders
High
20142017
Medium
9.2
Develop and implement merchandising concept including business model (based on feasibility study
by PROWAD in 2013)
High
2014
Medium
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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9.3
Develop and implement concept of an Official WH Guide (App, website, brochure) in four
languages.
High
2014
Medium
9.4
Provide multilingual information on WH on websites of stakeholders
High
2015
Low
9.5
Enhance cooperation with media on World Heritage regionally, nationally, and internationally
High
214
Medium
9.6
Coordinate the use of new media and social media to enhance engagement and information about
WH
Medium
2014
Medium
9.7
Promote existing Wadden Sea events with link to the WH site at the common website / a joint event
calendar in four languages.
Medium
2014
Low
9.8
Development of local WH-flyers in order to strengthen a concrete local visibility and understanding
of WH and identification with WH for touristic stakeholders and visitors (in progress 2013 by
PROWAD)
Medium
2014
Medium
Objective 4 Derive benefits for Word Heritage and stakeholders
10.0
10. Increase engagement of stakeholders in trilateral and international activities on World
Heritage
10.1
Participation and commitment of stakeholders in trilateral activities and programmes.
High
ongoing
Low
10.2
Engagement in UNESCO World Heritage Marine Programme and Tourism Programme (e.g.
international workshop on European WH sites, Tönning, 15 - 17 April 2013).
High
ongoing
Low
10.3
Integration of trilateral and international activities in stakeholder communication.
High
ongoing
Low
11.0
11. Promote WH and sustainable tourism as an instrument to maintain and enhance life quality of
local communities and sustainable regional development
11.1
Integrate World Heritage and Wadden Sea Plan in relevant legislation and management plans on all
governmental levels.
High
2012
Medium
11.2
Investigate impact of World Heritage status on economy, society and culture in the Wadden Sea.
Medium
2017
Medium
12.0
12. Providing financial revenues from high quality tourism for stakeholders as well as for the
protection of the World Heritage
Sustainable Tourism in the Wadden Sea World Heritage Destination - Proposed Action Plan (June 2013)
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12.1
Investigate possibilities of donations/funding of nature and educational projects from tourism sector.
Medium
2014
Medium
12.2
Investigate possibilities of (co)-funding of projects by tourism sector or visitors (see also Rebanks
study).
Medium
2014
Low
12.3
Investigate cooperation with companies in the regions as donators and multipliers.
Medium
2015
High